1) Mission
Periscal’s Instagram job is not scrolling and not just posting. Her job is to create a daily discovery-and-engagement lane for ISBS.
Mission: Find business owners with lead leaks, follow-up problems, weak automation, CRM confusion, or inconsistent content — then start real conversations that can lead to the Lead Leak Assessment or a consult.
Positioning: ISBS helps businesses find and fix leaks in their lead follow-up, automation, customer journey, and revenue systems.
2) Who Periscal Should Search For
Start with people most likely to need automation, follow-up, CRM, lead capture, content systems, or sales process help.
| Priority | Target Client Type | Why They Fit ISBS | Search Clues |
|---|---|---|---|
| A | Local service businesses | Often lose leads through missed calls, slow responses, weak websites, and poor follow-up. | contractor, roofer, landscaper, HVAC, cleaning, salon, med spa, plumber |
| A | Realtors / mortgage / insurance | Need consistent lead nurture and referral follow-up. | Charlotte realtor, NC real estate, mortgage broker, insurance agent |
| A | Coaches / consultants / agency owners | Need funnels, booking, follow-up, content, and conversion systems. | business coach, consultant, agency owner, marketing strategist |
| B | Churches / nonprofits / ministries | Need intake, follow-up, forms, communication, and volunteer systems. | church, ministry, nonprofit, community program |
| B | Event professionals | Need booking pipelines, inquiry follow-up, and social conversion. | photographer, wedding planner, DJ, event space, caterer |
| B | Faith-based entrepreneurs | Good fit for InnerShift brand voice and relational sales approach. | Christian entrepreneur, faith and business, kingdom business |
3) Daily Checklist
Periscal should complete this checklist each workday.
- Search Instagram for at least 30 potential ISBS prospects.
- Add each qualified prospect to the tracker.
- Review each prospect’s profile, bio, links, recent posts, and business type.
- Identify one likely business leak or opportunity for each warm prospect.
- Leave 15 meaningful comments on qualified prospect posts.
- Follow 10 qualified business accounts from the ISBS or approved account.
- Send or prepare 5 soft DMs after commenting or engaging first.
- Save 5 strong prospect posts as future conversation starters.
- Flag any warm lead who replies, asks questions, or shows interest.
- Send end-of-day report with numbers, links, screenshots, and warm prospects.
Important: Do not mass-DM cold prospects with a sales pitch. Instagram engagement should feel human, curious, and useful.
4) Search Process
Use Instagram search, hashtags, location tags, comments on business posts, and competitor/adjacent accounts.
A. Location-Based Searches
- Search “Charlotte business owner.”
- Search “Charlotte realtor.”
- Search “Charlotte contractor.”
- Search “Charlotte med spa.”
- Search “Charlotte insurance agent.”
- Search “Charlotte consultant.”
- Search “North Carolina entrepreneur.”
B. Hashtag Searches
| Local Hashtags | National / Niche Hashtags |
|---|---|
| #CharlotteBusiness #CharlotteEntrepreneur #CharlotteRealtor #CLTBusiness #NCBusiness #CharlotteSmallBusiness | #SmallBusinessOwner #BusinessCoach #AgencyOwner #EntrepreneurLife #CRM #LeadGeneration #BusinessAutomation #ServiceBusiness |
C. Competitor / Adjacent Account Mining
Find businesses engaging with posts from chambers of commerce, local networking groups, business coaches, realtors, marketing agencies, and local event pages. Open the comments and find business owners who are already active.
D. Bio Signal Review
Prioritize profiles that mention growth, booking, services, clients, consults, discovery calls, coaching, selling, real estate, med spa, contracting, or lead generation.
5) Prospect Qualification Checklist
Before adding someone as a qualified prospect, Periscal should check for signs they may need ISBS.
- They appear to own, manage, or market a business.
- They offer a service, consultation, appointment, product, or booking.
- Their bio has a website, booking link, Linktree, phone number, or DM CTA.
- They post consistently but may not have a clear conversion path.
- Their profile has comments or engagement that could become leads.
- Their website or link path appears confusing, missing, outdated, or too busy.
- They talk about growth, leads, clients, sales, marketing, or being overwhelmed.
- They are local/regional or in a target national niche.
Warmest prospects: business owners with visible content activity but unclear follow-up, weak booking path, or obvious lead-capture issues.
6) Tracker Fields
Every prospect must go into the tracker. If it is not tracked, it did not happen.
| Column | What to Enter |
|---|---|
| Date Added | Date Periscal found the prospect. |
| Name | Person’s name if available. |
| Business Name | Company or brand name. |
| Instagram Handle | @handle. |
| Profile Link | Direct Instagram profile URL. |
| City / Market | Charlotte, NC, national, etc. |
| Industry | Realtor, contractor, coach, med spa, agency, etc. |
| Website / Link in Bio | Copy the main link if visible. |
| Likely Leak | Missed CTA, unclear booking, weak follow-up, no link, no offer, no lead magnet. |
| Commented? | Yes / No with post link. |
| Followed? | Yes / No. |
| DM Sent? | Yes / No / Prepared for approval. |
| Response | Reply, reaction, no reply, asked question, interested. |
| Lead Temperature | Cold / Warm / Hot. |
| Next Follow-Up Date | Date to revisit. |
| Notes | Specific details, pain point, or conversation context. |
7) Commenting SOP
The goal of commenting is to become visible and credible before DMing.
Do not use: “Great post,” “Love this,” “Nice,” “🔥🔥🔥,” or generic praise. That is invisible.
Approved Comment Types
| Situation | Comment Example |
|---|---|
| They post about getting more leads | This is where a lot of businesses get stuck. More leads only help if the follow-up system is ready to catch them. |
| They post about being overwhelmed | That owner-overload piece is real. At a certain point, the business needs a system instead of depending on memory and hustle. |
| They post about marketing | Marketing gets attention, but the money is usually made or lost in what happens after someone raises their hand. |
| They post about client experience | Client experience starts before the sale. The response time, booking path, and follow-up all tell people what kind of business they’re dealing with. |
| They post a funny business struggle | That’s funny because it’s expensive. A lot of businesses are one missed follow-up away from thinking they have a lead problem. |
8) DM SOP
DM only after a meaningful comment, follow, story reaction, or profile interaction whenever possible.
First DM: Soft Conversation Starter
Hey [Name], I saw your post about [specific topic]. I’m doing work around where businesses lose leads after the first inquiry. Curious — do you think most missed opportunities in your business come from not enough leads, slow follow-up, or people dropping off after the first conversation?
If They Reply With a Problem
That makes sense. A lot of businesses think it’s a marketing problem, but it’s often a follow-up or customer journey leak. We have a quick Lead Leak Assessment that helps identify where the drop-off is happening. Want me to send it?
If They Ask “What Do You Do?”
We help businesses find and fix lead leaks — things like missed follow-up, weak booking paths, CRM confusion, and automation gaps. The goal is to help businesses convert more of the leads they already have before spending more on marketing.
If They Want the Link
Here you go: https://innershift360.com/lead-leak-assessment/
It’s a quick assessment to help identify where leads may be leaking in the business.
If No Reply After 3–5 Days
Just circling back on this. No pressure — I just thought the Lead Leak Assessment might be useful based on what you posted about [specific topic].
9) Story Engagement SOP
Stories are often easier to start conversations from than cold posts.
- Watch stories from qualified business prospects.
- Reply only when there is a natural business-related opening.
- Use short, human replies first. Do not pitch immediately.
- If they respond, ask one helpful question about their business process.
Story Reply Examples
That’s a strong offer. Do most people book directly from IG or do they go through your website first?
This is good content. Are you tracking how many inquiries it turns into?
That event looks solid. Do you have an automated follow-up sequence for people who show interest?
10) Daily Reportables
At the end of each day, Periscal should send a short report with numbers and links.
| Metric | Daily Target | Report Required |
|---|---|---|
| Prospects added | 30 | Total number + tracker link/screenshot. |
| Meaningful comments | 15 | List of profile/post links commented on. |
| Follows | 10 | List of followed accounts. |
| DMs sent/prepared | 5 | Names, handles, and message used. |
| Story replies | 3 if available | Screenshot or summary of reply. |
| Warm prospects | Track all | Name, handle, why warm, next step. |
| Lead Leak Assessment sends | Track all | Who received the link and why. |
11) End-of-Day Report Template
Instagram ISBS Prospecting Report — [Date]
1. Prospecting
- Prospects added:
- Local prospects:
- National prospects:
- Best industries found today:
2. Engagement
- Meaningful comments made:
- Follows made:
- Story replies sent:
- DMs sent or prepared:
3. Warm Prospects
- Name / Handle:
- Business:
- Why they are warm:
- What they said or posted:
- Recommended next step:
4. Lead Leak Assessment
- Assessment links sent:
- People who asked for more info:
- People to follow up with:
5. Notes / Blockers
- What worked:
- What did not work:
- Questions for Dr. Andrews:
12) Weekly Reportables
Every Friday, Periscal should summarize the week.
- Total prospects added.
- Top 10 warmest prospects.
- Total comments made.
- Total DMs sent.
- Total replies received.
- Total Lead Leak Assessment links sent.
- Most responsive industry.
- Best-performing message or comment.
- Accounts worth continuing to nurture.
- Recommended content ideas based on what prospects are posting about.
13) Red Flags and Do-Not-Do Rules
- Do not spam the same message to everyone.
- Do not pitch before engaging.
- Do not argue in comments.
- Do not critique a prospect publicly.
- Do not say their website or funnel is bad in public comments.
- Do not send the Lead Leak link unless it fits the conversation or they ask.
- Do not use QR codes in Reels or short-form videos.
- Do not promise services, prices, or outcomes without approval.
- Do not use generic engagement comments.
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